When does Marketing get involved in the Product Development process?

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This may sound like an odd question, but it is one that needs to be reviewed. Let’s look at a small handful of times when marketing could be involved in the Product Development process:


Your Product Development team has worked tirelessly on this project, is excited about it and is ready to send it off into the world.

Fist pumps all around!

Marketing needs to create a product launch plan to make sure that the right people see and learn about this new product offering.

But, before they can do that, they have to learn about it since this is really the first time they’ve even heard about this product.

The messaging is a rushed, the audience unknown, and the team is feeling the pressure of building a successful campaign for something they don’t fully understand.


Your team is working on a product and has brought the marketing team in during development so that they can really understand the product.

This is incredibly helpful for the marketing team because they’re able to learn what they need to about the product so that they can focus their efforts on the right market.

Or can they?


Your team and the marketing team work together to research the the needs of your target market so that together you can come up with a product that will intrigue your audience, have the right price tag attached to it, and will sell, sell, sell!

Everyone understands the goals for the product prior to development, they all have a say in who it will be developed for, and how it will be presented to the market.

This is critical for your team as you can now develop it with the right audience in mind; you can build it especially for them.


I know which one I think is best, but perhaps you have a different view. I’d love to hear about it. Comment below!



Amanda Ross is the President of SparkologyLab (SL) and the creator of Brand In A Snap (a division of SL). She loves designing stuff in the digital space, trying different curry recipes, and squishing her puppy, Buffy (the people slayer). The topics she shares about are design how-to's, marketing, and digital tips. You can learn more about her on LinkedIN: www.linkedin.com/in/heyamandar

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